To be a good event planner today you need knowledge of finance, Marketing, communication and digitalization. As well as an organized mind and adequate training to gain confidence in your work”

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class center for intensive managerial skills education.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Global University

Innovation

The university offers an online learning model that balances the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system. 

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives prepared each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent.

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea.

TECH students represent more than 200 different nationalities.  

Learn with the best

In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (postgraduate learning methodology with the best international valuation) with the Case Study. Tradition and vanguard in a difficult balance, and in the context of the most demanding educational itinerary. 

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.   

At TECH, you will have access to the most rigorous and up-to-date case analyses in academia” 

The outstanding practical and experiential approach, as well as its innovative online learning formula, make this program in Event Management unique. It includes the differential value of the specific topics to be covered, distributed throughout 10 modules, with an expanded and updated vision of the field from the beginning to the end of the program. The intervention of active professionals in the field, who will provide real cases, will enrich students' training experience through the relearning methodology, which enables progressive and natural learning, without having to invest large amounts of time.

Updating and professional training is the basis for your success in the workplace. TECH brings you this online program with a methodology that allows you to save many hours of study”

Syllabus

The Executive Master's Degree includes exclusive TECH content, and it is an intensive program that prepares professionals to face challenges and business decisions in Event Management.

Students will gain the most relevant and useful knowledge required to develop professionally, especially in the areas of Strategy, Communication, Marketing, Finance, Organization and Planning, Operations and Logistics. These areas will provide adequate value and knowledge for students to develop professionally both within an organization in management positions or in developing their own business.

The content included on the program has been created by professional experts in the field, who are currently active and successful professionals with extensive backgrounds and experience, both in business and in academics or education. This gives the program a unique identity, with excellent contents and completely current practical cases.

Over the course of 1,500 hours online training, students will analyze a variety of practical cases through individual and team work. It is, therefore, an authentic immersion in real business situations.

A curriculum that covers the knowledge, both theoretical and practical, required of any professional interested in leading a growing sector. Students will incorporate more specific competencies, such as defining objectives, strategies and commercial policies in the MICE market, which will enable them to analyze, plan, develop and execute procedures in business tourism and events.

This program takes place over 12 months and is divided into 10 modules:

Module 1. The Industry of Business Events and Tourism
Module 2. Event Design
Module 3. Event Planning
Module 4. Creating Event Nominations
Module 5. Financial Management in Event Management
Module 6. Marketing and Communication Management Strategies
Module 7. Marketing Management and Digitalizing of Events
Module 8. Event Operations and Logistics Management
Module 9. Event Sponsorship
Module 10. Event Digitalization. How to Develop Digital Events

Where, When and How is it Taught?

TECH offers students the opportunity to take this Executive Master's Degree in Event Management fully online. Throughout the 12 months of the educational program, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

Module 1. The Industry of Business Events and Tourism

1.1. The MICE World

1.1.1. What Is the MICE Sector?
1.1.2. Who Do They Include?
1.1.3. Where Does It Operate?

1.2. Actors and In-Depth Look at the Sector: Economic Impact

1.2.1. Number of Events and People Moved Annually
1.2.2. Expectations for Growth in the Post-COVID Era

1.3. Congresses, Conventions, Incentives

1.3.1. What Is a Convention, a Congress and an Incentive?
1.3.2. Main Differences of These Events
1.3.3. Types of Conventions, Congresses and Incentives

1.4. Fairs

1.4.1. Main Characteristics of the Fairs
1.4.2. Types of Fairs
1.4.3. The Trade Show

1.5. The Role of Convention Bureaus

1.5.1. What Is a Convention Bureau?
1.5.2. Purpose of Convention Bureau
1.5.3. Coordination between Public and Private Entities

1.6. Destination Marketing

1.6.1. Strengths and Weaknesses of the Destination
1.6.2. Threats and Strengths of the Destination
1.6.3. Differentiation and Competitive Advantage

1.7. Cultural Events

1.7.1. The Cultural Events Market
1.7.2. Types of Cultural Events
1.7.3. How to Manage Profitable Cultural Events

1.8. Musical Events

1.8.1. Importance of Ticketing
1.8.2. Concert Merchandising and Sponsorship

1.9. Social Events

1.9.1. The Role of the Wedding Planner
1.9.2. Celebrations and Other Parties

1.10. Sporting Events

1.10.1. Major Sporting Events
1.10.2. Regulations for Sporting Events
1.10.3. Sponsoring

Module 2. Event Design

2.1. Project Management

2.1.1. Gathering Information, Project Start-Up: What do We Need to Know?
2.1.2. Study of Possible Locations
2.1.3. Pros and Cons of the Chosen Options

2.2. Research Techniques. Desing Thinking

2.2.1. Stakeholder Maps
2.2.2. Focus Group
2.2.3. Bench Marking

2.3. Experiential Design Thinking

2.3.1. Cognitive Immersion
2.3.2. Covert Observation
2.3.3. World Cafe

2.4. Defining Target Audience

2.4.1. Who the Event is Aimed at
2.4.2. Why Do We Do The Event?
2.4.3. What is the Purpose of the Event

2.5. Trends

2.5.1. New Trends in Staging
2.5.2. Digital Contributions
2.5.3. Immersive and Experiential Events

2.6. Personalization and Design Space

2.6.1. Adaptation of the Space to the Brand
2.6.2. Branding
2.6.3. Brand Manual

2.7. Experience Marketing

2.7.1. Living the Experience
2.7.2. Immersive Event
2.7.3. Fostering Memory

2.8. Signage

2.8.1. Signage Techniques
2.8.2. The Attendant’s Vision
2.8.3. Coherence of the Story. Event with Signage

2.9. The Event Venues

2.9.1. Studies of Possible Venues. The 5 Why’s
2.9.2. Choice of the Venue According to the Event
2.9.3. Selection Criteria

2.10. Proposed Staging. Types of Scenarios

2.10.1. New Staging Proposals
2.10.2. Prioritization of Proximity to the Speaker
2.10.3. Scenarios Related to Interaction

Module 3. Event Planning

3.1. Timing and Organization of the Program

3.1.1. Time Available for the Organization of the Event
3.1.2. Duration of the Event
3.1.3. Event Activities

3.2. Space Organization

3.2.1. Number of Expected Attendees
3.2.2. Number of Simultaneous Rooms
3.2.3. Room Formats

3.3. Speakers and Guests

3.3.1. Choice of Speakers
3.3.2. Contact and Confirmation of Speakers
3.3.3. Management of Speakers’ Attendance

3.4. Protocol

3.4.1. Range of Invited Guests
3.4.2. Disposition of the Presidency
3.4.3. Parliamentary Organization

3.5. Security/Safety

3.5.1. Access Control: the Security Perspective
3.5.2. Coordination with Security Forces
3.5.3. Internal Control of Spaces

3.6. Emergencias

3.6.1. Evacuation Plan:
3.6.2. Study of the Needs in Case of Emergency
3.6.3. Creation of Medical Assistance Point

3.7. Capabilities

3.7.1. Assessment of Capacity
3.7.2. Distribution of Attendees at the Venue
3.7.3. Maximum Capacities and Decisions to Be Made

3.8. Accessible

3.8.1. Study of the Number of Accesses
3.8.2. Capacity of Each of the Accesses
3.8.3. Timing Calculation for Entry and Exit for Each Access

3.9. Transport

3.9.1. Assessment of Transportation Possibilities
3.9.2. Transportation Accessibility
3.9.3. Personal or Public Transportation Pros and Cons

3.10. Locations

3.10.1. How Many Locations Does the Event Have?
3.10.2. Where Are They Located
3.10.3. Ease of Access to Venues

Module 4. Creating Event Nominations

4.1. Choice of Destination

4.1.1. Study of Destination
4.1.2. Destination Possibilities; Strengths
4.1.3. Infrastructure of Destination

4.2. Advantages of Destination

4.2.1. Transport and Access Facilities
4.2.2. Accommodation and Venues
4.2.3. Tourism Offer

4.3. Destination Capacity

4.3.1. Type of Event That Can Be Hosted
4.3.2. How Many Flights, Highways, Trains Does It Have
4.3.3. Congress Halls, Venues and Hotel Services

4.4. Cultural and Activity Offer of the Destination

4.4.1. Gastronomic Offer of the Destination
4.4.2. Cultural and Leisure Offer of the Destination
4.4.3. Activities Available at the Destination

4.5. Accommodation

4.5.1. Study of Hotel Supply
4.5.2. Study of the Supply of Apartments, Campsites and Others
4.5.3. Student Housing Options

4.6. Transport

4.6.1. Ease of Access to the Destination
4.6.2. Access and Transport to the Venue
4.6.3. Destination’s Internal Transportation Services

4.7. Universities and Research Centers

4.7.1. Know the Number of Universities in the Destination
4.7.2. How Many Research Centers Are There
4.7.3. Resume or Prestige of the Universities and Research Centers

4.8. Sports and Cultural Facilities

4.8.1. How Many Sports Facilities Are Available at the Destination
4.8.2. How Many Cultural Facilities Are Available at the Destination
4.8.3. Capacity of the Facilities and Possibilities of Use

4.9. Gastronomy, Architecture and Art

4.9.1. Gastronomic Offer of the City Michelin Star Restaurants
4.9.2. Museums Available
4.9.3. Recognized Architects or Singular Buildings of the Destination

4.10. Congress and Sports Venues

4.10.1. Number of Congress and Convention Centers
4.10.2. Number of Sports Halls and Pavilions
4.10.3. Infrastructure. Possibilities of Congress and Sports Centers

Module 5. Financial Management in Event Management

5.1. Event Budget

5.1.1. Event Budgeting
5.1.2. Budget Timing
5.1.3. Budget Presentation

5.2. Revenues

5.2.1. Types of Revenues
5.2.2. Revenue Confirmation Possibilities
5.2.3. Revenue Payment Facilities

5.3. Expenses

5.3.1. Types of Expenses: Fixed and Variable
5.3.2. Possibilities for Action Based on Expenditure
5.3.3. Supplier Payment Agreements

5.4. Contingency Plan

5.4.1. Actions to Be Taken in the Face of Increased Expenses
5.4.2. Actions to Be Taken in the Face of Declining Revenues
5.4.3. Percentage of Unforeseen Expenses

5.5. Income Statement

5.5.1. Preparation of the Income Statement
5.5.2. Use of the Income Statement
5.5.3. Actions to Be Implemented Based on the Income Statement

5.6. Benefit Management

5.6.1. Purpose of the Event and Its Proceeds
5.6.2. Management of Scholarships and Grants
5.6.3. Investment Possibilities

5.7. Cash Flow

5.7.1. What Is Cash Flow?
5.7.2. Cash Flow Contributions
5.7.3. Actions to Be Taken Based on Cash Flow

5.8. Taxation

5.8.1. Taxation of Profits According to Use
5.8.2. VAT and Its Impact (International)
5.8.3. Difference between a Corporation and a Not-for-Profit Company

5.9. Commission Management

5.9.1. Determine the Number of Commissions Achieved
5.9.2. Customer-Based Commission Management
5.9.3. Commission Agreement with the Supplier

5.10. Amortization. ROI

5.10.1. Calculate the Return of Investment
5.10.2. ROI Timing
5.10.3. Amortization of Investment(s)

Module 6. Marketing and Communication Management Strategies

6.1. Strategic Communication

6.1.1. Strategic Event Communication
6.1.2. The Importance of Environment in the Strategy
6.1.3. Brands Betting on Long Term Return

6.2. Consumer Behavior

6.2.1. New Interpretation of Maslow
6.2.2. Psychology of Today’s Consumers
6.2.3. Google Claims a New Model of Behavior

6.3. Brand Purpose

6.3.1. Current Importance of Brand Purpose
6.3.2. Finding the Value and Purpose of the Brand
6.3.3. Integration or Coexistence of Purpose with CSR

6.4. Sustainability as a Strategy

6.4.1. Discovery and Practice of Sustainability
6.4.2. Communication of Sustainable Development Goals
6.4.3. Implementation of the SDGs at Events

6.5. Global Communication Challenges

6.5.1. International Marketing Theories
6.5.2. Cross - Cultural Marketing y Its Application
6.5.3. Moving Brands and Messages to Other Countries

6.6. Advertising and Marketing

6.6.1. Traditional and Digital Advertising
6.6.2. Creativity: Art or Science
6.6.3. Event Actions and Tools

6.7. Analysis Models

6.7.1. Internal Analysis: SWOT and CAME
6.7.2. Strategic Analysis: Boston and Ansoff
6.7.3. External Analysis: Porter’s 5 Forces and PESTEL

6.8. Media Relations

6.8.1. Press Conferences, Press Releases and Other Tools
6.8.2. Spokesperson Training
6.8.3. Crisis Communication

6.9. Agency Relationships

6.9.1. Competitions, Contracts and Other Practices
6.9.2. Project Management and Implementation
6.9.3. Project Measurement and Results

6.10. Communication Plan

6.10.1. The Communication Plan
6.10.2. Development of the Tactical Part of the Communication Plan
6.10.3. Implementation and Follow-Up of the Communication Plan

Module 7. Marketing Management and Digitization of Events

7.1. Event Digitization

7.1.1. New Communication Technologies
7.1.2. Digital Events
7.1.3. Big Data. Metrics and Analytics

7.2. Digital Segmentation

7.2.1. New Audiences and Types of Users
7.2.2. New Segmentation Variables
7.2.3. The Buyer and Their Development

7.3. Digitization of Information

7.3.1. Thinking and Communicating Digitally
7.3.2. New Knowledge Management Models
7.3.3. Fake News and Other Enemies of Digitalization

7.4. Digital Reputation Management

7.4.1. Personal Brand
7.4.2. Social Listening
7.4.3. Inboud Marketing

7.5. Digital Branding

7.5.1. Branding
7.5.2. Event Branding
7.5.3. Actions to Be Taken Based on the Income Statement

7.6. The Benchmarking Process

7.6.1. Purpose of the Event
7.6.2. Competitive Analysis
7.6.3. Benchmarking of Results

7.7. Event Campaigns

7.7.1. Brainstorming
7.7.2. Internal and External Part of the Campaign
7.7.3. Campaign Implementation and Follow-Up

7.8. Digital Tools

7.8.1. Setting Objective and Strategies
7.8.2. Channel and Platform Selection
7.8.3. Optimizing Results in Real Time

7.9. Social Media

7.9.1. Knowledge and Use of Social Networks
7.9.2. Most Important Uses for an Event
7.9.3. Livestreaming an Event on Social Networks

7.10. Marketing and Communication Team Management

7.10.1. Leadership Skills
7.10.2. Keys to Pragmatic Management
7.10.3. Day-to-Day Management

Module 8. Event Operations and Logistics Management

8.1. Operations and Logistics of Activities

8.1.1. Study of the Activity Needs
8.1.2. Projecting the Necessary Operations
8.1.3. Know the Needs of the Operation’s Staff

8.2. Transport and Access Logistics

8.2.1. Logistics According to the Type of Transport of the Event
8.2.2. Logistics Based on Access
8.2.3. Capacity at Access and Transport Points

8.3. HR Event Management

8.3.1. Types of HR Available for the Event
8.3.2. Internal Communication
8.3.3. Hierarchies and Chains of Command

8.4. Supplier Management

8.4.1. Communication Policy with Supplier
8.4.2. Management of Each Supplier’s Operations
8.4.3. Adaptability and Needs of Each Supplier

8.5. Speakers and VIP Guests Operation

8.5.1. VIP Contact Protocol
8.5.2. Manage VIP Guest Needs (Access Areas, Security, Transportation, etc.)
8.5.3. Management of VIP Support and Assistance Personnel Lecturer

8.6. Accessibility Management

8.6.1. Manage Event Accessibility Tasks to Perform
8.6.2. Inclusive and Respectful Gastronomy
8.6.3. Inclusion Programs for Assistants with Difficulties

8.7. Sustainability Management

8.7.1. Local Gastronomy
8.7.2. Event Waste Management
8.7.3. Selection of Sustainable Materials and Products

8.8. Internal Transfers Operation

8.8.1. Guest Transfers Management Protocol
8.8.2. The Difficulty of the Airport and Its Operations
8.8.3. Incident Management and Resolution

8.9. Attendant Service Operation

8.9.1. The Hospitality Desk
8.9.2. Segmentation of Service Areas
8.9.3. Management of Special Incidents

8.10. Event Set-Up and Dismantling

8.10.1. Timing and Personnel Calculation for Set-Up
8.10.2. Assembly Logistics Requirements
8.10.3. Event Dismantling Logistics

Module 9. Event Sponsorship

9.1. Sponsorship Planning and Strategy: Target Group Selection

9.1.1. Aspects to Analyze of the Sector to Be Sponsored
9.1.2. Selection of the Best Sponsors
9.1.3. What to Sponsor and Reasons for Sponsorship

9.2. Sector Policies. Code of Ethics. Compliance

9.2.1. Code of Ethics for Each Sector
9.2.2. Sponsor Data Management
9.2.3. Compliance Departments and Their Importance

9.3. Making the Sponsorship Dossier. Introduction

9.3.1. Introduction
9.3.2. Identification
9.3.3. Objectives

9.4. Making the Sponsorship Dossier. Technical Data

9.4.1. Identification of Endorsements and Guarantors
9.4.2. Historical data
9.4.3. Sponsorship Opportunities

9.5. Sales Price Management

9.5.1. Calculate Sponsorship Selling Prices
9.5.2. Individual Sale by Concept
9.5.3. Group Sales of Different Sponsorships

9.6. Exhibition Areas Plans and Locations

9.6.1. Creation of the Stands
9.6.2. What Should Be Included
9.6.3. Attendee Traffic Flow

9.7. Exhibition Area Planning

9.7.1. Visualization
9.7.2. Notoriety
9.7.3. Volume Equity

9.8. Marketing Policies

9.8.1. Where to Sell Sponsorships
9.8.2. How to Sell Sponsorship
9.8.3. Payment Terms and Penalties

9.9. Management and Follow-Up of Sponsorship Sales

9.9.1. Sponsorship Execution and Forecasting
9.9.2. Viability study
9.9.3. Achievement of Objectives or Restatement

9.10. Sponsorship Loyalty

9.10.1. Sponsor Loyalty Actions
9.10.2. Services to Provide
9.10.3. Improvements or Innovations

Module 10. Event Digitalization. How to Develop Digital Event

10.1. The COVID-19 Era at Events

10.1.1. Important Aspects to Know
10.1.2. Timing to Make Decisions

10.2. Planning Digital Events Scale

10.2.1. Creation of the Schedule
10.2.2. Components to Consider in the Schedule
10.2.3. Aspects to Reflect in the Schedule Priorities

10.3. Supplier Selection

10.3.1. Choice of Technology Partner
10.3.2. Requirements to Be Requested from the Supplier
10.3.3. Supplier Selection Price Factor vs. Value Factor Experience

10.4. Network and Internet Management

10.4.1. Aspects of Network Management to Be Considered
10.4.2. Contracting Internet Services
10.4.3. Network Stress and Saturation Tests

10.5. Scope Objectives. Audience

10.5.1. Determine Your Target Audience
10.5.2. Rebroadcast in Other Languages
10.5.3. Rooms to Broadcast

10.6. Interaction of the Attendees. Voting

10.6.1. Implementation of the Interaction System
10.6.2. Elements to Be Taken into Account in the Interaction of Attendees
10.6.3. Forms and Procedures for Developing Interaction

10.7. Introduction Videos. Kyrons. Music

10.7.1. Kyrons
10.7.2. Importance of the Instructions
10.7.3. Resources to Consider

10.8. Onsite and Digital Coordination. Onsite and Remote Speakers

10.8.1. Contact with Speakers
10.8.2. Delivery of the Action Program to the Speakers
10.8.3. Timing and Organization of Speakers Rules to Follow

10.9. Creating Virtual Sets

10.9.1. Chroma
10.9.2. Rear
10.9.3. Led Screen

10.10. Virtual and Hybrid Event Management

10.10.1. Follow-Up of the Event through Management
10.10.2. Schedule and Order of Broadcasting
10.10.3. Live Incident Resolution

A unique, key, and decisive educational experience to boost your professional development and make the definitive leap"